NORMATIVE AND PRICE LEVEL''S INFLUENCE ON IMPULSIVE BUYING BEHAVIOR

• Main Authors: Li, Chih-Hung, 李志鴻
• Other Authors: Chung-Chau Chang
• Format: Others
• Language: zh-TW
• Published: 1997
• Online Access: http://ndltd.ncl.edu.tw/handle/03540295227449249685

碩士 === 國立臺灣大學 === 商學研究所 === 85 === NORMATIVE AND PRICE LEVEL''S INFLUENCE ON IMPULSIVE BUYING BEHAVIOR This study investigates the relationship between buying impulsiveness and consumer''s buying behaviors. Although we assume that consumers who rank high on this trait buy things on impulse more frequently than do others,we hypothesize a moderating effect in which consumer''s impulsivebuying tendencies are filtered by their normative evaluations and pricelevel about acting on impulse in particular situations. This study''s questionnaire has two parts ,in one part, the moderating factor only include normative evaluation ,in another part, the moderating factor include normative evaluation and price level. In orderto check the moderating factor''s influence on different products, two products(sweater and CD) are in the questionnaire. The variables in the study include three categories. One is independent variables.(include demographics-education, disposable income, sex,department. and trait of buying impulsiveness)Two is moderating factors.(include normative evaluation and price level. They are regard as dependvariables in stepwise regression.)Three is depend variables, impulse buying.In data analysis, we use correlation and stepwise regression as our tool.And get the same result in the two ways. The conclusion of this study are summaries as follows: 1. The moderating effect is different in the buying behavior of sweater and CD. 2. The moderating effect is different between demographics. 3. The correlation between trait and behavior is not significant when normative evaluation''s moderating effect is strong; and significant when normative evaluation''s moderating effect is weak. 4. The normative evaluation''s moderating effect is different in different price level(and price discount) when the price level is regard as classified factor. 5. There is trade-off effect, when normative evaluation and price level appear together. 6. The moderating factor has significant influence on the relationship between trait and behavior when normative evaluation is favorable and the price level is high(in sweater''s buying). 7. The moderating factor has no significant influence on the relationship between trait and behavior when normative evaluation is unfavorable and the price level is high(in sweater''s buying);In CD''s buying, has no significant influence. 8. The result of stepwise regression and correlation analysis is the same.